• 디지털융복합연구
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• 제17권3호
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• pp.449-454
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• 2019

본 연구는 최근 중국 뷰티 시장 내 마스크팩 판매율 10위권내를 차지하고 있는 한국 마스크팩에 대한 중국인들의 인식, 선택속성, 만족도를 조사하여 향 후 한국 마스크팩의 국외 시장 진출을 위한 마케팅 자료를 제공 하고자 하였다. 연구결과 한류에 대한 인식정도, 특히 연예 음악 선호는 한국 마스크팩 선택속성에 유의한 정(+)의 영향을 미치는 것으로 나타났다(${\beta}=.323$, p<.05). 또 만족도, 재구매 의도 모두 한류의 영향이 매우 크게 작용한 것으로 나타났고 중국여성들의 소비증가와 사회진출로 인한 외모관리도 영향을 미치는 것을 알 수 있었다. 그러나 아직 한국 상품의 안전성과 효능에 대한 신뢰가 확립되지 못하고 있어 향 후 이러한 기술 부분의 개선과 국내 화장품 회사들의 구체적인 대안이 마련된다면 우리나라 K-뷰티 산업은 중국뿐 아니라 국내외 시장에서 더욱 활성화 될 것으로 판단된다.

• 한국의류학회지
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• 제42권6호
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• pp.909-923
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• 2018

Online retailers' offline channel expansion is rapidly growing as an important consumer incentive strategy, despite the enormous initial costs of establishing a store. This study focuses on the offline channel operation of online shopping malls, and examines the effects and influencing factors of the channel expansion strategy from a consumer perspective. In-depth interviews were conducted with ten customers in their 20s and 30s who had visited online retailers' stores or purchased products. Major issues were extracted based on the framework of a channel effect mechanism proposed by Cao and Li (2015). Subsequently, it was found that existing online retailers could enhance brand image and perception by expanding their channels to offline stores. It was also emphasized that the consumer trust on the quality of the product in offline stores is a key variable, and it has a significant influence on consumer's continuous purchase and revisit intention. This study showed that borderless channel integration was the most important task when expanding channels of online retailers. So it will be necessary to strive for an omni-channel strategy so that channel integration can be strategically executed and consumers can interact regardless of channels.

• 한국식생활문화학회지
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• 제36권5호
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• pp.421-429
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• 2021

Local non-timber forest products can be easily accessed by tourists. These also provide opportunities for tourists to experience the local culture. Many local governments are paying constant attention to the development of non-timber forest product brands to revitalize the local economy and increase the profits of local farmers. Although there are many forest products and tourism resources in each region of Korea, there is no local specialized strategy to sell non-timber forest products and promote consumers' purchase intentions. In this study, we aimed to explore the consumers' perceived creating shared value (CSV) and its association with purchasing behavior of non-timber forest products in Jeongeup city, Korea. Data were collected from 1,066 consumers who had purchased non-timber forest products. Purchasing patterns of local specialty products differed depending on consumers' perceived CSV levels. In addition, consumers with higher levels of perceived CSV showed higher awareness and familiarity with Jeongeup city and experienced Jeongeup city's non-timber forest products. Our findings suggest that improving consumer perception towards CSV of non-timber forest products can be used as a marketing strategy for local non-timber forest products to revitalize the local economy.

• 대한피부과학회지
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• 제56권9호
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• pp.539-542
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• 2018

Background: Patients with acne are at risk of using various over-the-counter drugs (OTCs). In addition, several OTCs are introduced in pharmacies in Korea. However, only few drugs are supported by well-established data. Among the treatments, acne patches are easy to purchase and use. Thus, they are widely used by patients. Objective: This study aimed to investigate the patient's perception and usage of acne patches. Methods: A questionnaire survey was conducted on 80 patients with acne who visited the outpatient department of the National Medical Center for 2 months. Results: A total of 42 (52.5%) patients answered that they had used acne patches, and 38 (47.5%) patients stated that they had never used patches. Moreover, 27 (64.29%) patients responded that they used the patches on inflammatory lesions. Moreover, several patients were using acne patches after pricking themselves. There was only one response to confirm the ingredient when purchasing acne patch. Moreover, 14 (33.33%) participants responded that they noted side effects after using acne patches. Overall, the satisfaction score for the use of acne patches was 5.05. Conclusion: Patients often use acne patches because they can be easily purchased and used. However, they do not know how to properly choose and use the product that fits their skin. Therefore, doctors must educate patients on how to properly select and use the products.

• 한국재난정보학회 논문집
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• 제18권1호
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• pp.116-128
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• 2022

연구목적: 첫째, 국내에서 재생복사용지가 많이 사용되지 않고 시장이 활성화되지 못한 이유를 파악하고, 둘째, 복사용지가 재생복사용지로 대체되었을 경우의 환경적 효과를 알아본다. 셋째, 재생복사용지의 시장을 활성화시킬 수 있는 개선방안을 도출한다. 연구방법: 재생복사용지에 대한 인식을 조사하기 위해 설문조사를 실시하였고 그 결과를 SPSS를 이용하여 분석하였다. 또한 Life Cycle Assessment 기법과 Paper Calculator V4.0을 사용하여 재생복사용지로의 전환에 따른 환경적 효과를 측정한다. 연구결과: 설문조사 응답자들은 재생복사용지의 낮은 사용경험에도 불구하고 재생복사용지에 대한 필요성을 인정하고 있으며 품질에 대한 만족도도 높은 편이었다. 또한 고지율40% 재생복사용지의 시장점유율이 10%로 상승 시 6만 톤의 CO₂ 감소의 환경적 효과를 확인하였다. 결론: 인식조사 및 시장조사 결과에 대한 분석을 통하여 재생복사용지 시장 활성화를 위한 5가지 개선방안을 제시하였다.

• 복식문화연구
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• 제30권2호
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• pp.297-318
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• 2022

A growing number of fashion brands and retailers are actively adopting live streaming as a new marketing channel. In spite of the increasing use of live commerce, the effects of live streaming commerce on customer purchasing behavior for fashion products are not fully understood. The purpose of this study is to examine factors affecting consumers' attitudes toward a purchase via fashion live streaming commerce (FLSC) and intention to use FLSC. The study also investigated whether consumers' expenditure on fashion and time spent on mobile shopping moderate the relationships among research variables. A total of 230 questionnaires were analyzed through descriptive statistics, confirmatory factor analysis, and multiple-group comparison tests using SPSS and AMOS. A summary of the main results of this study is as follows. First, the perception of the attributes of FLSC (ease of use, economic efficiency, interactivity, and enjoyment) has a positive effect on attitude toward a purchase via FLSC. The ease of use and economic efficiency of FLSC, in particular, have greater impacts on attitudes than other factors. Secondly, attitudes toward FLSC positively impact the intention to use FLSC. Lastly, the results of group comparisons, by fashion expenditure and time spent on mobile shopping respectively, hold no significant moderation effects among the variables. These findings demonstrate that consumers are more likely to use FLSC as they form a positive attitude by the attributes of FLSC mentioned earlier. The study provides some insights on an exploration of live streaming commerce for fashion product sales.

• 한국의류산업학회지
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• 제23권3호
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• pp.347-357
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• 2021

This study analyzed the effects of optimism and innovativeness, the two drivers of a consumer's technological readiness to use an augmented reality(AR) fashion shopping service within the framework of the Technology Acceptance Model (TAM). The survey was conducted on 249 people (males = 58; females = 191) in their 20s who were willing to participate in the AR experience. Data were analyzed using confirmatory factor analysis (CFA) and structural equation modeling by AMOS 22.0. The results indicated that a greater level of perceived optimism had a positive influence on the ease of use and usefulness of the technology. The findings also show that consumers with a high degree of innovativeness tend to have a higher level of playfulness toward AR fashion shopping. Regarding the effects of user beliefs, ease of use had a positive effect on the perception of usefulness and playfulness with higher levels implying a higher consumer intention to adopt an AR fashion shopping service. In addition, this study reveals the moderating effect of consumers with high-fashion versus those with low-fashion innovativeness. For the latter, technological innovation had an insignificant effect on playfulness, thus indicating that consumers with low interest in fashion did not enjoy AR fashion shopping even if the technology was highly innovative. Nevertheless, the analysis confirms the possibility that experiencing a fashion product through AR technology could replace the actual experience of wearing the products.

• 한국의류학회지
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• 제46권1호
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• pp.80-98
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• 2022

Artificial intelligent chatbot services have recently become common in fashion e-retailing and are expected to improve online shopping by making it easy to recommend products. This study examines whether the perceived quality of a fashion chatbot affects consumers' trust and perception of usefulness, which in turn influences satisfaction and intention to use, in accordance with the information system success model. The study also investigates differences in perceived quality and consumer response variables between high and low groups of self-efficacy. A total of 341 consumers participated in an online survey. The results revealed that information quality and system quality had a significant impact on perceived usefulness and trust, and that service quality significantly impacted trust. Perceived usefulness and trust had a positive effect on consumer satisfaction, which in turn had a positive effect on intention to use. In addition, the findings revealed that people who had higher self-efficacy showed higher scores on perceived usefulness, trust, satisfaction, and intention to use chatbots as compared to people who had lower self-efficacy. This study suggested theoretical implications by applying the information system success model theory to fashion chatbot studies. It also suggested practical implications for e-commerce marketers developing retail strategies.

• 한국유기농업학회지
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• 제30권2호
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• pp.207-230
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• 2022

A survey on the understanding of environment-friendly certification system was conducted for certified operators. The survey included the necessity of certification system, difficulties in producing certified products, and general evaluation of the current certification system. Certified operators were generally satisfied with the certification system in terms of the certification standards, the public subsidy programs, and the farm management costs. Individuals with parallel production farms were relatively less satisfied than the group with full-time organic farmers. Analysis using the ranking probit model indicated that the longer the certification experience, the more highly aware the need for the certification system was. Our results indicated that policy strategies are needed to enlarge the marketability of environment-friendly agricultural products since economic factors of organic products were the most important factor for maintaining and expanding certification in overseas as well as in Korea. It seems to be necessary to implement economic triggers for certified operators to continue their certification programs by promoting the transition period certification for individual farms in parallel with conventional agriculture. Analysis of the variables correlated with the expansion of environment-friendly agriculture by the logit model implied that certified operators with the younger age and higher annual incomes were more likely to expand environment-friendly agriculture. Therefore, it might also be important to provide financial support and incentives for new entry farmers to participate in environment-friendly agriculture and establish a system to share the know-how of successful certified organic farmers.

• 한국문헌정보학회지
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• 제56권1호
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• pp.321-345
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• 2022

정보통신기술의 발달로 정보 자원을 제공하는 채널의 수가 증가하면서 공공도서관은 새로운 도전에 직면하고 있다. 공공도서관이 정보 서비스와 관련한 역할을 수행하여야 한다는 대중의 인식에는 변함이 없지만, 도서관을 둘러싼 환경이 변화하고 있으며 공중의 요구 또한 다양해지고 있으므로, 공공도서관 역시 그들의 고유성을 강화하고, 유사한 서비스를 제공하는 다른 조직과의 차별화 방안을 마련할 필요가 있다. 본 연구는 그 대안 중 하나로 '브랜딩'을 제안하였다. 한국의 20대를 대상으로 진행된 이 연구는 예비 연구를 통해 공공도서관만의 고유한 브랜드 연상 요인을 발견하였고, 이 각각의 요인들이 고객 만족과 충성도에 미치는 영향을 통계적으로 검증하였다. 분석 결과, 속성 연상 중 자료 기반 서비스(제품), 혜택, 태도 연상이 두 종속변수에 모두 영향을 미치는 요인으로 드러났으며, 속성 연상 중 공간/장소 이미지(비제품)는 충성도에 유의한 영향을 미치지 못하였다. 이와 같은 연구결과를 토대로, 공공도서관의 브랜딩 도입에 대한 시사점을 제시하였다.